The global wet wipes market size was valued at USD 22.3 billion in 2022 and is expected to witness a CAGR of 7.2% from 2023 to 2030. The increasing awareness of personal hygiene and cleanliness is one of the major factors driving the market growth. Moreover, the rising demand for convenient and portable hygiene products is also propelling the market growth. Besides, the growing popularity of multi-functional wipes is also expected to have a positive impact on the market growth. Multi-functional wipes are used for multiple purposes such as baby wipes, kitchen wipes, bathroom wipes, and others. For instance, in March 2021, Procter & Gamble launched Pampers all-in-one wipes, which can be used to clean a baby’s hands, face, and bottom.

In addition, the rising demand for wet wipes from various end-use industries such as healthcare, personal care, and hospitality is increasing the market growth. Furthermore, the increasing trend of the on-the-go lifestyle among consumers is also driving the demand for wet wipes. The growing number of product launches with improved features is also expected to have a positive impact on the market growth. For instance, in June 2021, Kimberly-Clark launched Kleenex wet wipes, which are soft, safe, and effective for cleaning hands and surfaces.

Moreover, increasing research and development activities by market players to improve the quality of wet wipes is also driving the market growth. For instance, in June 2021, Hengan Group launched a new type of wet wipes, which are 100% biodegradable, soft, and durable. Furthermore, the growing demand for eco-friendly wet wipes is also expected to have a positive impact on the market growth. For instance, in August 2021, Nice-Pak launched an eco-friendly range of wet wipes made from wood pulp, which are also 100% biodegradable.

The growing popularity of e-commerce platforms is also expected to fuel the market growth. Consumers are increasingly preferring to buy these products online due to the convenience and availability of a wide range of products. Furthermore, the availability of these products in various sizes and packaging is also driving the market growth. Additionally, the increasing trend of digital marketing is also propelling the market growth. Companies are investing heavily in marketing and promotional activities to increase the product visibility. For instance, in April 2021, Johnson & Johnson launched a digital marketing campaign to promote their wet wipes product.

The baby wipes segment accounted for the largest share of the wet wipes market in 2020. The growth of the segment is attributed to the increasing usage of wet wipes in child care activities. The demand for wet wipes for babies is increasing significantly due to the convenience it offers in cleaning and moisturizing baby’s skin. Moreover, the presence of natural ingredients such as aloe vera and chamomile in baby wipes helps clean the baby’s skin softly, which is boosting the market growth.

The facial wipes segment is expected to register the highest CAGR of 10.6% during the forecast period. This can be attributed to increasing demand for facial wipes owing to their convenience and portability. Facial wipes are used to clean and remove makeup from the face without the need to use water. Moreover, the increasing popularity of facial wipes among millennials and Gen Z is driving the market growth. Furthermore, rising health consciousness among consumers has led to the popularity of natural and organic facial wipes, which is further propelling the demand for facial wipes.

The supermarkets and hypermarkets segment held the largest share in 2022, with a revenue share of over 37.3%. Supermarkets and hypermarkets act as the primary distribution channel for wet wipes as they offer a wide variety of products of different sizes and prices. This segment also offers convenience to customers by providing multiple payment options, such as cash on delivery and digital payments. Furthermore, supermarkets and hypermarkets also provide product demos, enabling customers to make informed decisions regarding their purchases.

The department stores segment is expected to register a substantial CAGR of 12.5% during the forecast period. Department stores offer a wide range of wet wipes products to customers, with multiple brands and varieties. Moreover, customers can avail discounts, offers, and other promotional activities offered by department stores. Furthermore, the availability of multiple payment options, the presence of well-trained staff, and the provision of product demos further encourage customers to purchase wet wipes from department stores.

The multi-purpose segment accounted for the largest revenue share of 75.3% in the year 2022. The increasing awareness among the population regarding hygiene and its effects on health is the primary factor propelling the demand for multi-purpose wipes. Many companies are focusing on the launch of multi-purpose wipes to gain a competitive advantage in the market. For instance, in April 2021, Henkel launched its new multi-purpose wipes, called ‘Vanish’, for cleaning carpets, upholstery, and other surfaces.

The baby wipes segment is anticipated to expand at the highest CAGR of 8.2% over the forecast period. Increasing demand for baby wipes from the infant care segment is likely to drive the segment. Companies are introducing new products to meet the rising demand from the infant care segment. For instance, in March 2021, Pigeon launched its new baby wipes, called ‘Jaypore Baby Care Wipes’, for infants aged 0-6 months.

North America is expected to dominate the market during the forecast period. This growth is attributed to the presence of a large number of wet wipe manufacturing companies in the region. The rising awareness among consumers regarding hygiene and health plays a key role in driving the market in the region. The presence of a large number of hygiene-conscious people is further expected to boost the market in the region. For instance, in February 2021, Procter & Gamble launched its new line of scented wet wipes, called ‘Swish’, in the U.S.

Asia Pacific is expected to witness the fastest growth in the coming years. Rapid urbanization and a surge in the number of working women are the key factors behind this growth in the region. Growing demand for wet wipes from the hospitality sector, such as hotels, restaurants, and bars, is expected to drive the market in the region. For instance, in April 2021, Unilever launched a new range of wet wipes, called ‘Kleenex Wet Wipes’, in India.

In this part of the wet wipes products business plan we will provide a detailed breakdown of all income and expense categories of the business. These forecasts include cash flow projections and capital requirements for your wet wipes business. Usually, these projections are drafted for a 5-year period.

Revenue Assumptions

The main source of revenues for wet wipes products business comes from selling the products, such as baby wipes, face wipes, and household wipes, to retail outlets and direct to consumers. Here you will find a list with a description of each of these sales channels and other possible sources of profit such as subscription services and bulk sales.

Projecting Expenses

In this section, all the regular expenses related to keeping the wet wipes products business running will be described. The list of operating expenses includes raw materials, manufacturing costs, warehousing and distribution costs, packaging costs, marketing costs, and others.

Some of the key companies operating in the wet wipes market are increasingly focusing on product launches and expansion of the distribution channel to gain prominent visibility among consumers. Some of the initiatives are:

– In June 2022, Kimberly-Clark Corporation launched the new Kleenex Wet Wipes. The product is designed to provide a more effective cleaning experience with its specially formulated cleaning solution.

– In August 2022, Procter & Gamble launched the new Charmin Freshmates flushable cleansing wipes. The product is designed to provide a more convenient and hygienic cleaning experience.

– In October 2022, Unilever launched the new Dove Sensitive Skin wipes, which are designed to provide a gentle and non-irritating cleaning experience.

Some of the prominent players in the wet wipes market include:

– Kimberly-Clark Corporation
– Procter & Gamble
– Unilever
– Nice-Pak Products, Inc.
– Johnson & Johnson
– Hengan Group
– SCA
– Kao Corporation
– Rockline Industries
– Edgewell Personal Care

This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global wet wipes products market based on product type, distribution channel, application, and region:

1. Product Type Outlook (Revenue, USD Million, 2017 – 2030)

– Baby Wipes
– Facial Wipes
– Personal Cleansing Wipes
– Antibacterial Wipes
– Others

2. Distribution Channel Outlook (Revenue, USD Million, 2017 – 2030)

– Supermarkets & Hypermarkets
– Online
– Others

3. Application Outlook (Revenue, USD Million, 2017 – 2030)

– Personal Care
– Household Care
– Healthcare
– Others

4. Regional Outlook (Revenue, USD Million, 2017 – 2030)

– North America
– Europe
– Asia Pacific
– Central & South America
– Middle East & Africa

[Q]: What are the Factors Driving the Growth of the Wet Wipes Market?
[A]: The increasing demand for convenience and personal hygiene products, increasing demand for eco-friendly wipes, rising disposable income, and growth in the population are the key factors driving the growth of the wet wipes market. Additionally, the increasing awareness about hygiene and the growing demand for biodegradable wipes are contributing to the market growth.

[Q]: Who are the Leading Players in the Global Wet Wipes Market?
[A]: The leading players in the global wet wipes market are Procter & Gamble, Kimberly-Clark Corporation, Unicharm Corporation, Hengan International Group Company Limited, Kao Corporation, Nice-Pak Products, Inc., Essity Aktiebolag (AB), Amka Products, Johnson & Johnson Private Limited, and Rockline Industries.

[Q]: What are the Different Types of Wet Wipes?
[A]: The different types of wet wipes include baby wipes, adult wet wipes, feminine hygiene wipes, floor/surface wipes, pet wipes, industrial wipes, and others.

[Q]: What are the Key Segments of the Wet Wipes Market?
[A]: The key segments of the wet wipes market are product type, distribution channel, and region.

[Q]: What are the Opportunities for the Wet Wipes Market?
[A]: The wet wipes market is expected to grow owing to increasing demand for convenience and personal hygiene products and rising disposable income. Additionally, growth in the population, increasing awareness about hygiene, and the growing demand for biodegradable wipes are expected to create opportunities for the market.